Omaha SEO Marketing: User Intent Matters in PPC

Kimberly Treacy

Omaha SEO Marketing: User Intent Matters in PPC

As a leading Omaha SEO marketing agency, Big Red SEO provides many services to our clients, including pay-per-click (PPC) management. When a potential client comes to us with a Google AdWords campaign that’s not working the way they expected, there are usually some simple explanations. One common mistake we see is an ad campaign that doesn’t take user intent into account, what a person is actually searching for and what stage in the buying process they’re in when they click on your ad.

Today our team at Big Red SEO will explain how understanding your potential customers can save your valuable AdWords budget and lead to better PPC results.

Think of Keywords in Terms of Intent

If you’ve spent any time with Google AdWords, you know that the selection of keywords you use for your campaigns is very important, but many people don’t take the time to really figure out what people mean by the keyword search terms they use.

When you create an AdWords campaign, you generally look at the most generic keywords first, something like “Omaha bikes,” for example, but you can’t stop there, because these words don’t even begin to hint at what these searchers are actually looking for. They could be looking to buy a bike, repair the one they already have, join a cycling group, or learn more about the city’s bike-friendliness. When you don’t know why a keyword is being used, it’s impossible to create an effective ad around it that caters to your potential customers’ needs.

Going the Next Step with Intention-Rich Keywords

So how do you go about finding those keywords that do hint at what a searcher wants to do? A good first step is to use the Google AdWords keyword planner. By inputting a common generic search term into the keyword planner, you’ll end up with a number of related keywords with high search volumes.

By using this list, you can begin to sort various keywords into groups based on user intent.

For example, by inputting “Omaha bikes” into the keyword planner, you’ll get an array of more focused keywords, like “buy Omaha bikes,” “best Omaha bikes,” and “Omaha bikes repair.” These new, more focused keywords can give you an idea of where a potential customer is in the buying process, whether they’re still comparison shopping or looking to buy right now. This information is key to producing ads and landing pages on your website that are tailored to your potential customers’ needs.

Keep the Scent Trail for Effective Omaha PPC Marketing

Once you have your new set of intention-rich keywords, you can begin creating ads that grab the attention of specific types of customers. This is where it’s easy to make another big mistake, and that’s losing the “scent trail” between the ad you’re showing and the landing page that users end up on after clicking.

If you run a bunch of different, customized ads that all go back to your website’s home page rather than individual pages that relate to the ad, you’re losing the scent trail and making it harder for potential customers to find the information they’re looking for.

For example, if you run an ad that introduces a new line of bikes, the landing page associated with that ad should promote that new product line front-and-center. There’s nothing more frustrating for a potential customer than to be taken somewhere they didn’t expect by clicking on one of your ads, and one initial bad experience can cause them to lose faith in your brand.

In short, use targeted keywords to write ads that appeal to specific user intents, then make those ads take customers to the pages that matter to them.

Contact Our Omaha SEO Company at (402) 522-6468!

Using Google AdWords can really help to get quality traffic flowing to your website, but it’s easy to do things the wrong way and end up losing a lot of money quickly, especially if you’re not very experienced with it. Our Omaha SEO team at Big Red SEO has years of experience managing PPC campaigns for our clients, and we know the best techniques to give you maximum ROI on your AdWords budget. Give us a call today at (402) 522-6468 to get started!

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